Self Checkout, Virtual Reality and Virtual Assistants Among Top Spots on GPShopper Consumer Consciousness Scale

Posted by GPShopper on Feb 24, 2017 9:39:45 AM

 New GPShopper “Reality of Retail Tech” report reveals chatbots are out, VR is in

GPShopper, the leading mobile commerce and engagement platform for retailers that want to create custom app experiences for customers, released its “Reality of Retail Tech” report that found self checkout (71%), virtual reality (68%) and virtual assistants (35%) were among the highest on the consumer consciousness scale. Chatbots (19%), smart mirrors (10%) and smart shelves (7%) were ranked lowest. 

The study, conducted online with third party research firm YouGov, uncovered not only consumer awareness of retail technology trends, but how they want technology to impact the shopping experience. 

Download the Full Report

GPShopper’s consumer consciousness scale measured what percent of consumers are familiar with each technology.
Consumer Consciousness Scale .png

“Developments in mobile are further giving way to more advanced technology like virtual reality and chatbots, being brought into the shopping experience. However, with so much technology available to retailers, it currently feels like everyone is just throwing ideas at the wall and seeing what sticks. Smart retailers know how crucial it is to keep their finger on the pulse between an increasingly savvy shopper and the potential for technology to drive the industry forward. We commissioned this research to gain that critical insight into how consumer awareness and opinion of this technology stacks up against what retailers are actually putting into play,” said Maya Mikhailov, co-founder and CMO of GPShopper.


Increasing awareness of new technology is just step number one for retailers. Second is figuring out how to impact real life shopping experiences – and consumers have their doubts. In fact, they find self-check-out to be the most useful technology to improve their shopping experience, 51 percent! 

  • Only 21 percent of consumers felt that virtual assistants, like Amazon Echo and Google Home will improve their shopping experience
  • A mere 9 percent of consumers think that chatbots will positively impact their shopping experience

Not all technology is created equal and destined to impact the shopper in the same way. For retailers, breaking down what consumers expect from each technology is key to successful implementation. For example,

  • Chatbots: More than half of consumers (59%) don’t want to actually use this when shopping
  • Virtual reality:46 percent of consumers who would like to use VR while shopping want to use it to try out clothes/accessories without going into a store
  • Augmented reality: 58 percent of consumers who would like to use AR while shopping want to use it to see how certain items might look in a different color before buying

Research Methodology

GPShopper commissioned YouGov PLC — a third party, professional research and consulting organization — to poll the views of 1,145 adults. Fieldwork was undertaken between January 20-23, 2017. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).

About GPShopper

GPShopper is the leading mobile commerce and engagement platform for retailers and brands that want to create custom app experiences for their customers. GPShopper’s native mobile app solutions and proprietary SDK empower retailers to drive customer engagement and loyalty through multiple touch points, both digitally and in-store, using technology to transform the total retail experience. This is all done with an unmatched degree of scalability and security. Some of the world’s biggest retailers are part of the GPShopper family, including bebe, Crate & Barrel, Foot Locker, Michaels, Steve Madden, True Religion and more. For more information about GPShopper, please visit



Topics: Retail Tech News, Mobile Retail Apps, Retail Industry Research, Omnichannel Retail

About GPShopper

GPShopper is a mobile commerce platform and app developer for retailers, using technology to transform the total retail experience.  GPShopper is a Synchrony solution. 
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